Instacart's Chaotic Big Game Teaser Features Old Spice Guy, Heinz Wiener Dogs, Pillsbury Doughboy

Online shopping platform Instacart is not holding back for its first-ever Super Bowl commercial — and it's making that abundantly clear in its new teaser.

Made together with TBWA\Chiat\Day\LA, the latest efforts see the Heinz Wiener Dog, the Old Spice Guy (played by Isaiah Mustafa), and the Pillsbury Doughboy as the stars of the 30-second video. 

In a press release, the company went in-depth on its decision to finally have a Super Bowl spot, believing that sporting events remain one of the few "high-impact placement opportunities with large viewership."

 

 

 

 

 

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By collaborating with well-known brands and featuring their mascots in a playful ad, Instacart creates strong emotional connections with its customers.

This approach also reinforces its position as a leading platform that delivers some of the world's most iconic grocery items straight to your door with just a few clicks.

Instacart's Big Game debut serves as a reflection of how its brand marketing strategy has evolved under the leadership of CMO Laura Jones, who has brought a fresh perspective to the company's campaigns.

This milestone also highlights how the brand has grown as a business, shifting towards more innovative and engaging advertising approaches to align with its mission of connecting with diverse audiences while reinforcing its role as a household staple.

The teaser video officially dropped online last January 23, and will air on the AFC/NFC championship games taking place this Sunday. 

Meanwhile, the full Super Bowl commercial is set to air during the Big Game, happening on Sunday, February 9.

A Brand Crossover

The quirky spot opens at the Old Spice Guy's trailer van, where he reads his script for the commercial. 

"Hello America, stocking up for the Big Game? Look at your Instacart app. Now back to me," the Old Spice Guy says as he addresses the viewers, reiterating his popular line from his iconic Old Spice ad.

Suddenly, the Pillsbury Doughboy interrupts the man and enters the trailer riding the Heinz wiener.

"Well, hot dog!" Doughboy says. 

The Old Spice Guy then touts the Instacart app and its offerings, having all the "deals and snacks that you love."

Music starts to play, and the Doughboy begins to dance in the distant background. 

"It all comes together, 2.9.24," the screen writes, as the spot ends. 

Recently, the shopping platform teamed up with Samsung to enable the tech giant's AI-powered refrigerators to identify and recommend low-stock items that people can order directly from the Instacart app.